How to tell whether your prospecting channel is working

Updated by Patrick Reed

Use these four views in the Rockerbox UI to answer the following questions:

  1. Funnel Position: is this channel actually working as an introductory channel? 
  2. Channel Overlap: does this channel have significant overlap with other channels in your marketing mix? 
  3. Marketing Paths: how quickly do users convert after discovering this channel’s ads?
  4. Cross-Channel Attribution: how efficiently is this channel acquiring new customers? Are there optimization opportunities to make this channel even more effective?

Funnel Position

  1. Filter to priority conversion type
  2. Filter to Customer Type  = New Customers
  3. Filter to Report type = Role of each channel across the funnel
  4. Select date range since launching the new prospecting channel
  5. Analysis
    1. Using the channel breakdowns, find what % of all touchpoints for new channel are First Touches → this will validate how often this is acting as a discovery touchpoint for potential customers

Channel Overlap

  1. Filter to priority conversion type
  2. Filter to Customer Type  = New Customers
  3. Select date range since launching the new prospecting channel
  4. Filter to Inspect Marketing by Platform = new prospecting channel
  5. Filter to Analyze Overlap by Tiers
  6. Analysis
    1. This will show which other priority channels users are engaging with in addition to this newly launched prospecting channel. You can use these insights to make audience exclusions and to make sure you're not showing prospecting ads from different channels to the same customers. This will also help you figure out whether the newly launched prospecting channel is reaching a net new audience that existing prospecting channels are not

Marketing Paths

  1. Filter to priority conversion type
  2. Filter to Customer Type  = New Customers
  3. Group by Tier 1-2 to see reporting granularity at the channel level
  4. Select date range since launching the new prospecting channel
  5. Select First Touch = new launched prospecting channel
  6. Select ‘Minimum Number of Steps: 1’ 
  7. Analysis
    1. Using the Paths Breakdown, the first row shows how often users convert after interacting with just one ad from the newly launched prospecting channel. This helps you understand how effective this channel is on its own, without the help of any supporting touchpoints in you marketing mix.
    2. Using the Summary Stats box at the top right, use the ‘Subset’ column to see how quickly you can expect a user to convert when this channel works as their discovery touchpoint for your product. You can also see how this time-to-convert compares to your average customer’s time to convert, in the ‘All’ column. 
    3. This will help you understand how quickly to expect to see revenue return on the ad spend you invest into your newly launched prospecting channel. If these customers tend to convert within 5 days, you can expect to start seeing the return on ad spend 5 days after scaling.
    4. You can also use the Paths Breakdown to build upon the learnings you had in the Channel Overlap view. Specifically, you can see which prospecting and retargeting campaigns are working redundantly on a single user during the path to conversion.  

Cross-Channel Attribution

  1. Filter to priority conversion type
  2. Filter to Customer Type  = New Customers
  3. Filter to Attribution Type = Modeled Multi-Touch
  4. Select date range since launching the new prospecting channel
  5. Analysis
    1. Now that you’ve verified the funnel dynamics of the newly launched channel, you can review the Channel Breakdown to assess how effectively spend on this channel generates new customer conversions and revenue. 
    2. You can compare the CAC/ROAS readouts on this page to your company’s internal benchmarking to help decide whether this channel is worth investing more $ into
    3. You can examine the Tiers 1-5 breakdown to identify areas for optimization (e.g. which campaigns, ad sets, creative to lean into, and which to pull back from)
    4. As you scale this channel, use this view to keep an eye on how prospecting efforts here compare to your already-proven production channels

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